Challenge Kelly+Partners (Chartered Accountants) was founded in 2006 in Sydney with the belief there was an opportunity to create a specialist accounting, taxation and audit firm focused on Private Businesses and their Owners in the style of a Swiss private bank. With expansion already underway, 360DMG were engaged by Kelly+Partners in late 2016 as part of their merger with an established Sydney firm and in preparation for an IPO in mid 2017. The objective of the campaign was to drive awareness and build the profile of the Kelly+Partners brand in preparation for their public listing.
Response The singular and focused objective was to target businesses and their key demographics in the financial landscape, to increase Kelly+Partner’s brand awareness and brand equity prior to the IPO. A combination of TV, print and radio media was implemented using key opinion leaders in the financial category such as Ross Greenwood, Alan Jones and the key financial print title of The Australian Financial Review. TV creative messaging was produced by a UK agency and rolled out across radio and print to ensure a consistent message and tone. TV media was specifically targeted to run in the lead up to Ross Greenwood’s Money Minute segment on the Today show each morning. Radio spots on the number one Alan Jones program on 2GB featured a mix of both pre-recorded spots and live reads. The Australian Financial Review strip ads were placed in the prime location of the front page as well as full page advertisements throughout the paper to consolidate the media campaign in this respected publication.
Results The brand profile of Kelly+Partners was significantly raised leading to a hugely successful IPO with a higher than expected share price. The company listed on the ASX in June 2017, raising $7.3 million through the issue of shares priced at $1.00. Investors have been rewarded since the IPO with the company delivering on its growth objectives supporting a share price move up to $1.60 (26 March 2018, http://www.proactiveinvestors.com.au/companies/news/193749/kelly-partners-is-a-rapidly-growing-accounting-services-business-up-60-since-ipo-193749.html) Since that time, Kelly+Partners have continued with the print and radio campaigns and 360DMG have reintroduced TV back into the media mix reinforcing the success of the original campaign.